Application of Theory of Planned Behavior (TPB) on fast-food consumption preferences among generation Z in Dhaka City, Bangladesh: an empirical study

Abstract

ABSTRACT This study aims to investigate the effect of attitudes, subjective norms, perceived behavioral control, availability, stress, and food choices on the actual behavior of Generation Z consumers. Besides, the mediator role of the behavioral intention is considered. The researcher applied a cross-sectional research design to collect the primary data using a self-administered questionnaire. The population consisted of Generation Z consumers who are now university-going students in Dhaka city, Bangladesh. The study followed a systematic random sampling technique to select Generation Z consumers. A total of 891 samples were collected through a structured questionnaire survey. The study findings found significant relationships among attitudes, perceived behavioral control, stress and food choices, behavioral intention, and actual behavior in a direct and indirect analysis. Besides, subjective norms and availability of fast food items found insignificant relationships with indirect and direct path analysis, respectively. In Bangladesh, the theory of planned behavior and the incorporated variables have hardly been found in the existing literature investigating Generation Z consumers’ fast food consumption preferences. The outcome results showed how behavioral intention was associated with other constructs as a mediator.